October 2009
Intermediate to advanced
272 pages
5h 1m
English
Content preview from The 22 Immutable Laws of BrandingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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20 THE LAW OF CHANGE
Brands can be changed, but only infrequently and only very carefully.
Having harped on the idea of consistency and focus, why would we bring up the concept of change?
Because nothing in life, nothing in branding, is ever absolute. There are always exceptions to every rule. And the law of change is the biggest exception to the laws of branding.
Where does the change occur? Companies are often focused on what they need to do internally in order to facilitate the change of a brand. The procedures, the manuals, the brochures, the press conferences, the advertising, the marketing.
But brand changing does not occur inside a company. Brand changing occurs inside the mind of the consumer. If you want to change your brand, keep ...
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